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Repositioning vs Rebranding [CASE STUDY] (Episode 3 :S2)
 
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Clear Comparison! Still marketers confuse re-branding with repositioning. They launch the campaign based on repositioning, when in actual they’re doing re-branding. This video will help you to avoid such mistake. Jam packed with real world case studies of Apple, Nike, KFC, Coke and Pepsi This is a must learn concept before conducting repositioning or rebranding. However, the first step is not this. It's to have clear idea of positioning, which is animated in the following episodes: 1. Differentiation Strategy for the Follower: https://youtu.be/MmRjAwvQ890 2. How to get into mind by being FIRST (1/2): https://goo.gl/D9MiBb 3. How to get into mind by being FIRST (2/2):https://goo.gl/kd9WyE 4. How to get into mind by being SECOND: https://youtu.be/o6ql0lTUNCo LIKE & SUBSCRIBE TO GET MORE VIDEOS! https://www.youtube.com/KamilsKartoons Blog: http://KamilAli.com/
Views: 3440 Kamil's Kartoons
Six Things To Know When You’re Repositioning
 
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Maybe your business is launching a new product. Or going through a merger or acquisition. Or maybe your market is changing around you – and you’ve got to act now to stay relevant to your audience. Either way, it’s time to reposition your brand. Rich Heend, Senior Copywriter at Atomicdust, shares six things to know when you’re repositioning your brand. Read more at http://www.atomicdust.com/six-things-repositioning/
Views: 1222 Atomicdust
Repositioning a Brand
 
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Repositioning a Brand
Views: 2274 ProfessorMathur
Brand Repositioning Part -1 by Vasif Abbas
 
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A few good examples of brands repositioned recently in the Pakistani Market. This was a part of a project I did for my course Brand Management for Mr. Akhtar Mehmood. in Fall 2009. (CBM) IoBM. Group member: Vasif Abbas, Haris Paracha, Jyoti Leelani, Uzair Shahid, Sajjad Zaidi, Maria Hameed. To learn effective marketing, you gotta watch this!
Views: 3778 Vasif Abbas
Brand Repositioning
 
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Changing a product or services image to better meet the need of customers. visit: www.b2bwhiteboard.com
Views: 2917 B2Bwhiteboard
Marketing: Positioning, Differentiation, and Value Proposition
 
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An overview of marketing positioning, differentiation, and value proposition
Views: 71062 Brian K. McCarthy
3.3 22 Product Positioning
 
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This video looks at how businesses may choose to position their product in the market.
Views: 188 Mr Evans Business
How repositioning a product justified a price differential
 
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Case study: How TCii helped a client to reposition its products in a way that would make them easier for customers to understand and to buy, and would justify its price levels.
Company Repositioning
 
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Sprout Marketing Founder Bruce Law describes the process of repositioning a company.
Views: 87 Sprout Marketing
Using Data to Reposition Product
 
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Marketing Consultant Gary Hennerberg (http://hennerberg.com/) explains how we used data to drive the positioning for a product and create a marketing break-through with significantly higher sales. The client was Assurity Life Insurance, and the product was a guaranteed issue life insurance policy. The break-through came from interpreting the statistics and translating facts and figures into a marketing message worth millions of dollars. The data came from a major credit scoring bureau that aggregated demographic and lifestyle data from a variety of sources. We learned that the typical buyer was a woman in her late 50s and a grandmother. Her greatest interest in her life was her grandchildren, and she enjoyed reading the bible or devotions. For fun, she enjoyed playing contests. With these insights, we repositioned this life insurance plan as benefiting the future of her grandchildren, or a favorite charity. With that repositioning, response was lifted by 35 percent over the control, eventually being mailed to over 18 million consumers. In this situation, it was interpretation of data that made all the difference in our ability to create a break-through marketing approach. Insights about demographics and lifestyle interests require deep dive thinking into what the data means to you, the marketer. And that's exactly what happens when you work with us. We dig into the numbers and the data about your customers or prospective customers to interpret the deeper reasons that motivate them to purchase. When you're ready to turnaround your results, or launch a new product, an outside perspective and interpretation of your data could make all the difference to maximum sales impact. Please contact us so we can discuss how we can help you, too.
Views: 124 Gary Hennerberg
How product repositioning justified a price differential
 
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Case study: How TCii helped a client to reposition its products in a way that would make them easier for customers to understand and to buy, and would justify its price levels.
Marketing when repositioning
 
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http://www.1bitv.com/detail.php?ID=399
Views: 234 En1BiTvCom
Positioning a Brand: Best Ways to Market Uninteresting Products
 
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http://602communications.com Standout marketing is tough to pull off with any product, but commodity goods like soap, toothpaste and electric power have the hardest job of all. In this three-minute emotional marketing lesson video, emotional marketing expert Graeme Newell shows how the best marketers in the world make the dullest products sound dazzling. See more Emotional Marketing videos at http://602communications.com. Graeme Newell from 602 Communications digs into some of the best advertising campaigns from that most generic of sectors - the bottled water industry. Despite the fact that water is the ultimate commodity product, these Madison Avenue masters have taken positioning a brand to a whole new level. Gone are worries about tying the brand back into priority features. This is an advertising task that begins with the ultimate blank slate: a pure, featureless, and ultimately uninteresting product. Marketing generic products like bottled water forces marketers to firmly ground their advertising in the place where all marketing should begin - the customer's experience of herself. When clients are ready to advertise, they will come to an agency typically having fallen in love with their own product. They don't typically ask themselves, "what is customer focus?" They believe that their product's feature set is divinely inspired to move customers and that their product is the obvious choice. The best television ads will take that dazzling product and temporarily set it aside. When positioning a brand, they will bring the customer's own sense of identity to the top marketing chain, then decide how that product furthers her own personal goals. Many marketers asked themselves, "what job is the customer hiring this product to do?" This clearly puts the marketing on a solid base of customer experience and forces both the agency and the client to put aside their own love of the product they worked so hard to create. The truth is that most customers treat the products they use as everyday commodities. From soap, to detergent, to beer, to coffee, we just don't think that much about purchases that we make. Most of our product preferences are grounded in gut instinct, not an objective comparison of features. We just like the product, and we don't think that much about why. The best advertising campaigns never forget this and always market from a customer-centric vantage point. This is the transcendent mindset that great marketers of generic products understand. Because their wares are the quintessential definition of an uninteresting product, the pretense of an exemplary feature set is gone. In this presentation, "Positioning a Brand: Best Ways to Market Uninteresting Products," keynote speaker and emotional marketing expert Graeme Newell shows you how the best marketers plain and simply get over themselves and embed a dazzling persona on to a product that should have no differentiating factors at all. Check out some of the best television ads around in this presentation that answers the question "what is customer relationship marketing?" Transcription of Text From The Video: "Positioning a Brand: Best Ways to Market Uninteresting Products." One of the biggest problems with advertising? Everyone thinks they're one-of-a-kind, even though most products really aren't that much different. Now a few products really ARE revolution, like Dyson vacuums. That roller ball proves it's different! Or the greatest couch potato invention in history! Now there are some industries where new features are rolled out constantly, like the mobile phone business. The advertising must continually explain new calling plans and new features. Product feature marketing works great when the features are continually improving, but this is the exception, not the rule. The trick is to avoid one of marketing's biggest mistakes - crowing about a small product improvement that no one's gonna care about. So what do you do when you can't market the bells and whistles any more? Well look no further than that ultimately generic product - bottled water. They've created a brand out of absolutely nothing. Dasani is the rebellious, thrilling water for those who don't follow the rules, and are always looking for a walk on the wild side. Perrier is the risk taker's water. Danger is what they want from a bottle of water. Evian is the young water...This is water we're talking about here - totally generic - but these companies have built an entire persona, out of nothing. This is marketing built entirely on how the customer wants to see herself, not how she feels about water. So remember, take a hard, honest look at your product. Is it truly unique? If so, embrace that, and put your features out on display, but if not, then you should build your marketing from the customer's ego up, not from the product features down. I'm Graeme Newell, and that's Emotional Marketing. See more Emotional Marketing videos at http://602communications.com.
Views: 20992 Graeme Newell
Repositioning the Competition 🤯 [CASE STUDY] (Episode 4 : S2)
 
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Clear definition with real world examples. Repositioning the competition is the idea which is the most overlooked, yet the most important. It can blow away the competitor!!! This video will explain how famous brands launched repositioning campaign, making leader brands to re visit their positioning. Jam packed with real world case studies of BMW & Mercedes-Benz (in automobile), Avis and Hertz (in Rent-a-Car). 1. Repositioning vs Rebranding [CASE STUDY] (Episode 3 :S2): https://youtu.be/lA8RZDM1I5c 2. Differentiation Strategy for the Follower: https://youtu.be/MmRjAwvQ890 3. How to get into mind by being FIRST (1/2): https://goo.gl/D9MiBb 4. How to get into mind by being FIRST (2/2):https://goo.gl/kd9WyE 5. How to get into mind by being SECOND: https://youtu.be/o6ql0lTUNCo LIKE & SUBSCRIBE TO GET MORE VIDEOS! https://www.youtube.com/KamilsKartoons Blog: http://KamilAli.com/
Views: 1085 Kamil's Kartoons
Mark Palmer : How to reposition an existing brand : Part 1/6 : Marketing the art of 2008
 
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Marketing the art of 2008 - Keynote speech Mark Palmer : How to reposition an existing brand http://www.marketingtheartof.com
Views: 1640 mtaoconference
Juicy Fruit Product Repositioning Project
 
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By Luis Leal Michael Castaneda Chaz Gendry Angel Coria
Views: 347 Luis Leal
Mark Palmer : How to reposition an existing brand : Part 3/6 : Marketing the art of 2008
 
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Marketing the art of 2008 - Keynote speech Mark Palmer : How to reposition an existing brand http://www.marketingtheartof.com
Views: 258 mtaoconference
How To Tackle Brand Repositioning
 
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Beth James, Head of Brand and Culture at Hungry House (Delivery Hero), talks to us about brand repositioning and how the brand tackled it in the UK market. She explains what the fundamentals to have in place for a brand repositioning project are and what type of factors might trigger it, as well as which key tactics a brand should use to stand out from the noise. She also discusses how to choose the most appropriate channels, messaging and type of communication to use, as well as the importance of building a brand that people recognise.
Views: 49 Webcertain TV
repositioning a food product range.flv
 
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This shows how CBE assisted a small food manufacturing company to re-position itself.
Views: 242 philcurrey
Popsockets - Hot Product To Marketing Your Business
 
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Popsockets are a useful way to promote your brand and logo. These easily extend your #marketing dollars. Think about home many times per day a recipient would pull out their phone to check social media and text messages. The perfect promotional product to grow your #brand! Shop Now at https://www.freshstateproducts.com/p/catalog/all?q=popsocket E-Mail Me at [email protected] #promotionalproducts #marketing #promo #logo #imprint #popsockets #reviews #branding #brandrecognition #popularproducts
How To Leverage Your Product Market Fit to Increase Volume
 
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Today we’re going to be talking about product market fit and how it’s an undervalued role or skill set for a search marketer. If you’re in SEO or PPC, learning how to reposition the solutions, products, or services the organization you work for or with is a vital role to how you accomplish success. Today, we’re going to talk about how you can do that for yourself or for your company. Marketing is all about finding a niche or customer base and serving them better than anyone else. That’s how a lot of people treat their businesses. They ask themselves, “Okay, what are we going to be the best in the world at and who are the people we can be the best in the world for?” This isn’t a bad business principle. Marketing is all about finding a niche or customer base and serving them better than anyone else. Click To Tweet Here at Directive, we’re doing the same thing ourselves. We try to focus on working with B2B and enterprise. The problem is if you’re doing search marketing in a very narrow niche, it’s oftentimes difficult to generate the volume of traffic necessary to get your opportunities, leads, and revenue to match your goals. For example, if only 100 people a month are looking for the service you offer, it’s going to be difficult to get the 100 leads your CEO or VP of Sales want. With that in mind, let’s talk about how you can leverage your product market fit while expanding your audience to increase volume. Understand the Broader Category First, we need to understand the broader category that we exist within. For example, at Directive Consulting we are a B2B SEO agency. Unfortunately, that has only a couple hundred people searching it a month. We need to ask ourselves, “Okay, does the broader market even know that a B2B-only solution exists? If they don’t, where can we position ourselves so that when they’re looking for it unknowingly, we can stand out?” What we do is look at the search engine results page for “SEO agency“, “SEO company“, and “SEO service” related keywords — the broader category that we exist in. For yourself, maybe you’re a very specific type of cybersecurity company. You only do endpoint protection but you know that there are not enough people looking for endpoint protection every month for you to hit your sales goals. What you want to do is go broader into the cybersecurity category and figure out to reposition your endpoint protection deliverable to stand out from the competition. We need to think broad and stand out with our ideal customer persona through our unique selling proposition. Third Party Sites One of the best ways to do this is to go to third-party sites. We talk about this a lot here. For our industry, it’s Clutch, 10 Best SEO, and other sites like that. For your industry, it might be Capterra, Software Advice, G2 Crowd. Whatever that is, we want to figure out the broader category that we exist in and then use our product name, callouts, or our titles to differentiate it. These areas are opportunities to stand out and make our brand unique so that our ideal customer persona sees that and says, “Wow, I never even knew that solution existed but that’s exactly what I wanted” — then process to click on our ad or site. Using Product Fit to Increase Volume Hacks Now, before I finish I want to give you a couple little hacks. Write Content For Industry’s Trade Publications One way to really improve your brand awareness in search and to be able to control industry conversations is to take the broad keywords for the categories you exist in and write content on your industry’s trade publications. For example, I wanted to rank number one for “B2B SEO” but I didn’t think I could do that with my own website. So, I wrote “A Fresh Perspective on B2B SEO” for Search Engine Land, knowing that if I took a more authoritative site and could write for them that I could start to rank for the broader category of keywords for my business. I could then start to control the conversation around B2B SEO so that our service offering stands out compared to the rest of the conversation. Don’t write to CIO about of your new product or some thought piece you have, but to write the definitive guide on endpoint protection for CIO. So that you could rank number one for endpoint protection — via their site — so that you’re able to control the conversation of what people are looking for when it comes to endpoint protection. By doing this, your endpoint protection software solution service stands out, is driving traffic, leads, and revenue — all because of how you positioned your product in the greater market. That is the value of search marketers and what they can bring to understanding how to grow a product, service, or solution through the internet. We hope that you enjoy this video and be sure to like/subscribe for more videos about SEO, PPC, and content marketing! Have a great day! https://directiveconsulting.com/ _ Music: http://www.hooksounds.com SoundFX: https://freesound.org/
Views: 687 Directive
Mark Palmer : How to reposition an existing brand : Part 4/6 : Marketing the art of 2008
 
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Marketing the art of 2008 - Keynote speech Mark Palmer : How to reposition an existing brand http://www.marketingtheartof.com
Views: 236 mtaoconference
Repositioning In a Down Market
 
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http://www.OlympicInvestmentFund.com Reposition in a Down Market.
Views: 26 OlympicInvestments
Mark Palmer : How to reposition an existing brand : Part 2/6 : Marketing the art of 2008
 
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Marketing the art of 2008 - Keynote speech Mark Palmer : How to reposition an existing brand http://www.marketingtheartof.com
Views: 298 mtaoconference
Classic brand, new wave marketing
 
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Old Spice uses social media to reposition the brand using entertaining marketing strategy.
Views: 588 CNN Business
Bad Product Reposition It
 
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How to turn something that goes wrong into a success. If you liked this training there's more, click on the link to go to my Facebook group: https://www.facebook.com/groups/1747491481955109
Views: 3 Scott Worswick
Rebranding and repositioning
 
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Is your company sales lagging? Perhaps its time to look at re-branding and re-positionins
Views: 116 Rick Haaland
Brand Repositioning Part -2 by Vasif Abbas
 
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A few good examples of brands repositioned recently in the Pakistani Market. This was a part of a project I did for my course Brand Management for Mr. Akhtar Mehmood. in Fall 2009. (CBM) IoBM. Group member: Vasif Abbas, Haris Paracha, Jyoti Leelani, Uzair Shahid, Sajjad Zaidi, Maria Hameed. To learn effective marketing, you gotta watch this!
Views: 1068 Vasif Abbas
Product Repositioning Group Project-Business-A100
 
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Product repositioning on the brand RC Cola which originated in 1905.
Views: 62 Jade Karouni
Marketing Case Insight 11.1: Budweiser Budvar
 
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How should a heritage brand in the Czech Republic design a campaign to reposition itself against competing foreign brands? Lubos Jahoda, account director at Budweiser Budvar’s advertising agency Kaspan, speaks about the company’s campaign to differentiate its product and enable Czech citizens to make an emotional connection with the brand. https://global.oup.com/academic/product/marketing-9780198748533 Budweiser Budvar has been brewing beer in the Czech Republic for 750 years. This video case study corresponds to Chapter 11 of Baines, Fill & Rosengren Marketing 4th Edition. ©Oxford University Press
Marty Sharkey: Repositioning Your Brand
 
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Marty Sharkey shares a story about how brand positioning is a fluid exercise. One company thought they had it nailed until they launched into the market and heard from customers.
Views: 150 EM Marketing
Marketing 101: Is It Time to Reposition Your Blog?
 
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The High-Octane Blog (http://blog.highoctaneboost.com) explores the marketing concept of positioning and provides answers as to when and how you should reposition your blog--professional or personal. For more great management, marketing and media tips... visit The High-Octane Blog at http://blog.highoctaneboost.com You can read the full article this video was based on at: http://highoctaneboost.com/blog/302/marketing-101-is-it-time-to-reposition-your-blog/ Soundtrack "Iron Man" courtesy of and used with permission of http://www.soundjay.com
Views: 26 High-Octane Boost
The Best Pricing Strategy - The Apple Way
 
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Please Subscribe here https://goo.gl/6mVLxs to have more videos on business, entrepreneurship, motivation, personal development and success strategy. Setting the right price for a product or a service can be very challenging especially for new entrepreneurs. This is because it can be quite confusing to understand how pricing really works in the market. For example, which of these two products would you buy, the first one is priced at $800 and the second product with the same functions and usage is priced only at $4? Obviously, most of us would choose the $4 product, right? Yes and no. It all depends on 2 important factors which I am going to explain more in this video. If you say yes then why is it that a 256GB iPhone 7 which is priced at $849 is more in demand than a Freedom 251 smartphone which is priced only at $4 a piece? If you say no then why is it that most of us would choose to get a $1 mineral water than the one that is priced at $200 a bottle? So how much should you price your product then? Well, there’s no one right answer to this question because there are so many things that you need to consider such as your overall business goals, how you plan to position your product in the market, your market niche, the costs to produce your products, your product category, and your overall operational costs, just to name a few. Is there a simpler way to do this? Of course, there is, just make sure you know your product category and your positioning strategy. Let me explain. Basically, your product will fall into either one of these two big categories. One is a generic product which can be divided into convenience and shopping products. Convenience products refer to our day to day products such as food, drinks, household products, and so forth whereas shopping products refer to products like clothing, shoes, furniture, and electrical appliances. The second product category is specialty products such as exclusive clothing lines, luxury cars, branded items such as branded bags, watches, shoes, and perfumes. If it is categorised as a generic product just use cost plus profit pricing strategy. Which means, you set your price by adding up the total costs to produce one unit plus the profit you want to make for every product sold. This usually works just fine because almost all generic products are priced this way. But if your product is a specialty product, you need to decide on how you want to position it in the market, more specifically how do you want to position it in the mind of your customers and you can set whatever price you want. The most important thing that you must remember here is this, the moment you enter the market with your product positioning and pricing strategy, it will stay in there forever and, to reposition it later on in the future is almost impossible. For example, Freedom 251 smartphone is positioned as the cheapest and most affordable smartphone in the world and to reposition it just like an iPhone is near to impossible task. Therefore, how should you price your products and services? Decide on your product category and on how do you want to position it in your market. pricing strategies | pricing strategies in marketing | competitive pricing strategy | marketing pricing strategies | pricing methods | business pricing strategies | pricing strategy examples | Follow me on twitter https://twitter.com/moslemanoar Connect with me on linkedin https://my.linkedin.com/in/moslem Follow me on my blog http://moslemanoar.com/ Connect with me on facebook https://www.facebook.com/moslemanoarpage Connect with me on skype moslemanoar
Views: 29794 Success Matters
Fundamentals of Marketing Case Insight 9.1: Budweiser Budvar
 
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How should a heritage brand in the Czech Republic design a campaign to reposition itself against competing foreign brands? Lubos Jahoda, account director at Budweiser Budvar’s advertising agency Kaspan, speaks about the company’s campaign to differentiate its product and enable Czech citizens to make an emotional connection with the brand. Budweiser Budvar has been brewing beer in the Czech Republic for 750 years. This video case study corresponds to Chapter 9 of Baines, Fill, Rosengren, and Antonetti Fundamentals of Marketing. https://global.oup.com/ukhe/product/fundamentals-of-marketing-9780198748571 ©Oxford University Press 2017
Jack Trout On Repositioning The Competition
 
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Jack Trout (Marketing Strategist, Author, and Father of Positioning) speaks at a special event in Akron hosted by Innis Maggiore in April 2009. In this clip, he speaks about repositioning the competition using Scope, Listerine, and vokda brands as examples. For more Jack Trout videos, view our channel or visit www.innismaggiore.com
Views: 18255 innis maggiore
Oil of Olay - Brand Repositioning Plan
 
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This is a final year university project for the Strategic Communication and Advertising Planning (SCAP) module at Manchester Metropolitan University (MMU) for the Advertising and Brand Management Degree. The video includes representing the Brand Identity, products new positioning, identifying the target audience and marketing segments and demonstrating the campaign themes. The group that created this achieved top of the class with a 1st class mark of 86%. Groups members included: Fay Dixon (06130259) - http://uk.linkedin.com/in/faydixon / http://twitter.com/faydixon Jess Kahlke (06385971) Laurie Peacock (06396486) Elizabeth Croft (06341415)
Views: 5814 Fay Dixon
Titan Repositioning.wmv
 
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Made by Aatif Ansari - MMS Marketing - (08-10) Rizvi Institute of Management Studies and Research, Bandra, Mumbai. Case:- "Repositioning of Titan In Case of Decline Stage" special thanks to my friends who have helped me in reposition the brand and making the ad..... This was the project given by our Prof.Kalim Ansari (Advertisement) - In this project we need to show the pass trend of the particular Company/ Brand/ Product, how they have positioned there brand in the market till today, what is the insight of the ads, define a problem and make the marketing strategy, change the tag line if needed, change the brand ambassador if needed n why and reposition the brand to the best. I have selected Titan brand and repositioned. Problem: People feel Titan is a Indian Brand (people like international brands like - Rado, Tag Huer, Cartier, Fendi, etc...) High End Brand of Titan: Xylus a good competitor for International Brands For any information regarding this contact me at [email protected] ..........................................................................................................................................................................................
Views: 943 aatif aziz
What is REBRANDING? What does REBRANDING mean? REBRANDING meaning, definition & explanation
 
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What is REBRANDING? What does REBRANDING mean? REBRANDING meaning - REBRANDING pronunciation - REBRANDING definition - REBRANDING explanation - How to pronounce REBRANDING? Source: Wikipedia.org article, adapted under https://creativecommons.org/licenses/by-sa/3.0/ license. Rebranding is a marketing strategy in which a new name, term, symbol, design, or combination thereof is created for an established brand with the intention of developing a new, differentiated identity in the minds of consumers, investors, competitors, and other stakeholders. Often, this involves radical changes to a brand's logo, name, legal names, image, marketing strategy, and advertising themes. Such changes typically aim to reposition the brand/company, occasionally to distance itself from negative connotations of the previous branding, or to move the brand upmarket; they may also communicate a new message a new board of directors wishes to communicate. Rebranding can be applied to new products, mature products, or even products still in development. The process can occur intentionally through a deliberate change in strategy or occur unintentionally from unplanned, emergent situations, such as a "Chapter 11 corporate restructuring," "union busting," or "bankruptcy." Rebranding can also refer to a change in a company/ corporate brand that may own several sub-brands for products or companies. Rebranding has become something of a fad at the turn of the millennium, with some companies rebranding several times. The rebranding of Philip Morris to Altria was done to help the company shed its negative image. Other rebrandings, such as the British Post Office's attempt to rebrand itself as Consignia, have proved such a failure that millions more had to be spent going back to square one. In a study of 165 cases of rebranding, Muzellec and Lambkin (2006) found that, whether a rebranding follows from corporate strategy (e.g., M&A) or constitutes the actual marketing strategy (change the corporate reputation), it aims at enhancing, regaining, transferring, and/or recreating the corporate brand equity. According to Sinclair (1999:13), business the world over acknowledges the value of brands. “Brands, it seems, alongside ownership of copyright and trademarks, computer software and specialist know-how, are now at the heart of the intangible value investors place on companies.” As such, companies in the 21st century may find it necessary to relook their brand in terms of its relevancy to consumers and the changing marketplace. Successful rebranding projects can yield a brand better off than before. Due to the tremendous impact that renaming and rebranding a company can have, it is critical to take the client through the process with great sensitivity and care. The new company identity and brand should also be launched in a subtle and methodical manner in order to avoid alienating old customers, while aiming to attract new business prospects. There is no magic formula. However, there is a methodical process that involves careful strategy, memorable visuals and personal interactions, all of which must speak in unison for a customer to place full trust and invest their emotions in what is on offer. Marketing develops the awareness and associations in consumer memory so that customers know (and are constantly reminded) which brands best serve their needs. Once in a lead position, it is marketing, consistent product or service quality, sensible pricing and effective distribution that will keep the brand ahead of the pack and provide value to its owners (Sinclair, 1999:15). Corporations often rebrand in order to respond to external and/or internal issues. Firms commonly have rebranding cycles in order to stay current with the times or set themselves ahead of the competition. Companies also utilize rebranding as an effective marketing tool to hide malpractices of the past, thereby shedding negative connotations that could potentially affect profitability. ..
Views: 1987 The Audiopedia
Get THOUSANDS of Pre-Sales BEFORE Product Launch!
 
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Join our FREE webinar "The Hands Down BEST Way to Find and Manage A Chinese Factory" Save your seat - http://bit.ly/ecwebinaryt Enter China Show Episode 7 Find the complete show notes and transcript: https://www.enterchina.co/presales What's in this episode? From a high level what is pre-sales? (00:52) Securing commitment before official launch date. (00:58) What are some of the sources of traffic that you are getting those commitments from? (01:32) Friends and family is a great place to start (01:52) Find an initial tribe (02:09) Get your tribe to buy in and believe in your product (02:36) Use forums, blogs, facebook, etc. (02:48) Go to stores that are selling to your target market audience (03:06) You can find out so much before you even launch (04:27) Kickstarter and Indiegogo have a legion of followers that are early adopters. (05:09) Pre-sales got its name from people that actually sell something before it even exists. (05:20) How do we get media and blogs to share about project before launch? (05:47) Do your homework and due diligence and figure out the proper way to engage media. (06:43) Study the reporters, what do they normally write about? (07:02) Check their linked in, check their fb profile, check their hobbies. (07:05) Them liking you is extremely important to featuring your product. (07:26) Time preparation and work (08:11) If you're not ready don't hit go. (09:11) With crowdfunding projects there is a little bit of science, magic, and x factor. (09:30) Sometimes you have to reposition in the middle of the launch. (10:14) You can understand how the market understands your product based on the pre-sales response. (10:36) Not everyone will show up to support you that said they would. (10:59) Everyone you've ever known should know about your campaign/project/product. (12:46) You have to be proud of what you're building and believe you're bringing real value. (13:42) A lot of people launching campaigns that think they hit go and people just show up. (14:38) What are some tools you use to get the pre-sales and reach out to friends and family?(15:07) Facebook (15:24) Snapchat stories (15:32) HARO (15:42) Buzzsumo (15:53) Quora (16:00) You have to give each channel the respect it deserves. (16:06) You can't just show up to a place and expect to have influence, you have to learn their way of communicating. (16:38) Still a big believer in forums (17:13) Misunderstanding is never the customers fault you have to communicate your product better - take responsibility. (18:27) Any last words? (18:44) Find the passion find what you love doing (18:55) Find what you'll do for free (19:00) Resources Mentioned Indiegogo Kickstarter Linkedin Facebook Snapchat Buzzsumo Quora SUBSCRIBE TO OUR CHANNEL https://www.youtube.com/channel/UC7RAxiferhoNQLS4dp_aXNg?sub_confirmation=1 ======================================= JOIN OUR ONLINE COMMUNITY OF ENTREPRENEURS http://www.enterchina.co ======================================= FIND OUT MORE ABOUT BRINC http://brinc.io ======================================= CONNECT WITH US Facebook: http://www.Facebook.com/theelevatorlife Twitter: http://www.twitter.com/enterchinaco Luke's Twitter: https://twitter.com/lukeaf8 ======================================= Manufacturing Experts Get the Free Enter China Ebook: http://www.enterchina.co/
Views: 7839 Enter China
Marketing Case Insight 11.1: Budweiser Budvar
 
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How should a heritage brand in the Czech Republic design a campaign to reposition itself against competing foreign brands? Lubos Jahoda, account director at Budweiser Budvar's advertising agency Kaspan, speaks about the company's campaign to differentiate its product and enable Czech citizens to make an emotional connection with the brand. Budweiser Budvar has been brewing beer in the Czech Republic for 750 years. This video case study corresponds to Chapter 11 of Paul Baines & Chris Fill's Marketing, 3rd Edition. http://oxford.ly/1bIKwcM
Seagate brand repositioning
 
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Video from Seagate brand repositioning
Views: 337 Rob Pait
Positioning a Brand: Breaking Into New Markets Using Disruption & Contempt
 
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http://602communications.com. How can you take down a market leader? The smartest marketers refuse to play by the established rules. They pick a fight with leading competitors and force them to play a new game. In this three-minute emotional marketing lesson video, emotional marketing expert Graeme Newell reveals the subversive marketing smarts behind Audi's disruption of luxury car branding. See how they used name calling, sarcasm, and contempt to reposition competitors, and redefine Audi as a major player in the luxury car sector. This mistake of complacency is one of the foundations of branding failure. Winning brands in the established sector have built marketing that assures their success in a steady competitive environment. The best television ads will upset the apple cart, forcing everyone in the sector to reposition themselves in order to combat a new enemy. It is remarkably easy for category leaders to settle into an established branding war that fights battles on familiar terms. Each member of the winning class will trade barbs with each other, but the status quo advertising methods of war presides. Very few established brands voluntarily redefine their sector. Most are content to sit back and play out the same battles over decades. When an upstart enters the frey and begins positioning a brand, it is important that the new product disrupts this equilibrium. Making similar claims as successful competitors will simply show that new product as an upstart trying to gain respect from its betters. The upstart brand must ask itself, what is customer focus? Why are the category leaders able to dominate with the current brand position? If the upstart brand can question and cast doubt about the leaders dominance, then positioning a brand takes on a whole new stage. The best competitors don't openly attacked the brand leader, who is probably beloved. Instead, they go after the very premise of the leaders dominance. They show that the game the leader is playing has changed and it is a new day, with new expectations from the customers, and new attributes to a winning product. What is customer relationship marketing? It is about planning a new game where the lead product is not the predestined winner of the marketing game. What is customer focus all about, it's about redefining the category marketing conversation so it starts a new conversation about the product. Brands like Cadillac get a standard of over-the-top lavish luxury. In order for them to be successful they must continue to play this game. Lexus has done the same thing. Audi's smartest move was that they picked a brand position that Cadillac and Lexus could not boldly move into. If you're going to be prestigious, stately, and successful, then it is not except to be sporty, rebellious, and a rule breaker. Cadillac and Lexus cannot move into Audis branding wheelhouse without seriously wondering off of their main brand message. Audi was smart enough to pick a brand position on the fringes of the luxury market and it will be content to pick away at the category leader with its rebellious message. See more Emotional Marketing videos at http://602communications.com.
Views: 2826 Graeme Newell
Mark Palmer : How to reposition an existing brand : Part 6/6 : Marketing the art of 2008
 
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Marketing the art of 2008 - Keynote speech Mark Palmer : How to reposition an existing brand http://www.marketingtheartof.com
Views: 184 mtaoconference

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